Juul, the e-cigarette brand, is shutting its Facebook and Instagram accounts

Juul Labs, the maker of the e-cigarette that is wildly popular with American teens, said it stopped selling its fruit-flavored nicotine pods to stores and shut down its U.S.-based Facebook and Instagram accounts.

The move, which was announced Tuesday by Juul Chief Executive Officer Kevin Burns, follows a campaign from the Food and Drug Administration to curtail underage use of e-cigarettes. On Thursday, an FDA senior official said the agency would restrict sales of many fruity flavored nicotine cartridges used in vaping devices.

The curb is expected to cut Juul's in-store retail sales by 45 percent, according to a person familiar with the company's sales projections. Juul said it will no longer take orders from retailers. However, stores may continue to sell their remaining stock.